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May 24, 2017 · 24m · mad

The Power of Location & Mobile // Duncan McCall, PlaceIQ (FirstMark's Data Driven)

Duncan McCall · 21m spoken Matt Turck · 19s spoken
0:00 / 0:00
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gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this Data Driven NYC presentation, PlaceIQ CEO Duncan McCall demonstrates how mobile location data and spatial analytics can be harnessed to reveal deep consumer behavior insights and inform enterprise decision-making.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Matt holds 1.6% of the talking time here. How this is scored →

Matt as informed peer 0.3 Guest teaching 0.3 Guest disagreement 0.3 Matt pushing back 0.3
05100:0010:0020:000:35–4:43 · Matt as informed peer 0/10 PlaceIQ Company Overview & Data Ingestion Scale This segment is a pure presentation monologue by guest Duncan McCall outlining PlaceIQ's data model and scale. The host does not speak or participate during this segment.4:43–13:34 · Matt as informed peer 0/10 Evolution of Location Data & LandMark Analytics Platform Duncan presents foot traffic analytics from the LandMark system comparing Costco, Target, Walmart, and Kmart. The host remains entirely passive offstage during the monologue presentation.13:34–19:31 · Matt as informed peer 0/10 Data Story 2: Seasonal Migratory Behavior & Key Takeaways Duncan walks through data on seasonal migratory patterns (Spring Break in Panama City) and concludes his slide deck. The host does not intervene or ask questions in this monologue section.19:31–24:21 · Matt as informed peer 1/10 Q&A Session with Matt Turck & Event Audience Matt Turck moderates the brief audience Q&A session and makes a lighthearted joke about Duncan's branded socks. Duncan collaboratively answers audience questions about data commoditization, PII privacy, and predictive modeling.0:35–4:43 · Guest teaching 0/10 PlaceIQ Company Overview & Data Ingestion Scale This segment is a pure presentation monologue by guest Duncan McCall outlining PlaceIQ's data model and scale. The host does not speak or participate during this segment.4:43–13:34 · Guest teaching 0/10 Evolution of Location Data & LandMark Analytics Platform Duncan presents foot traffic analytics from the LandMark system comparing Costco, Target, Walmart, and Kmart. The host remains entirely passive offstage during the monologue presentation.13:34–19:31 · Guest teaching 0/10 Data Story 2: Seasonal Migratory Behavior & Key Takeaways Duncan walks through data on seasonal migratory patterns (Spring Break in Panama City) and concludes his slide deck. The host does not intervene or ask questions in this monologue section.19:31–24:21 · Guest teaching 1/10 Q&A Session with Matt Turck & Event Audience Matt Turck moderates the brief audience Q&A session and makes a lighthearted joke about Duncan's branded socks. Duncan collaboratively answers audience questions about data commoditization, PII privacy, and predictive modeling.0:35–4:43 · Guest disagreement 0/10 PlaceIQ Company Overview & Data Ingestion Scale This segment is a pure presentation monologue by guest Duncan McCall outlining PlaceIQ's data model and scale. The host does not speak or participate during this segment.4:43–13:34 · Guest disagreement 0/10 Evolution of Location Data & LandMark Analytics Platform Duncan presents foot traffic analytics from the LandMark system comparing Costco, Target, Walmart, and Kmart. The host remains entirely passive offstage during the monologue presentation.13:34–19:31 · Guest disagreement 0/10 Data Story 2: Seasonal Migratory Behavior & Key Takeaways Duncan walks through data on seasonal migratory patterns (Spring Break in Panama City) and concludes his slide deck. The host does not intervene or ask questions in this monologue section.19:31–24:21 · Guest disagreement 1/10 Q&A Session with Matt Turck & Event Audience Matt Turck moderates the brief audience Q&A session and makes a lighthearted joke about Duncan's branded socks. Duncan collaboratively answers audience questions about data commoditization, PII privacy, and predictive modeling.0:35–4:43 · Matt pushing back 0/10 PlaceIQ Company Overview & Data Ingestion Scale This segment is a pure presentation monologue by guest Duncan McCall outlining PlaceIQ's data model and scale. The host does not speak or participate during this segment.4:43–13:34 · Matt pushing back 0/10 Evolution of Location Data & LandMark Analytics Platform Duncan presents foot traffic analytics from the LandMark system comparing Costco, Target, Walmart, and Kmart. The host remains entirely passive offstage during the monologue presentation.13:34–19:31 · Matt pushing back 0/10 Data Story 2: Seasonal Migratory Behavior & Key Takeaways Duncan walks through data on seasonal migratory patterns (Spring Break in Panama City) and concludes his slide deck. The host does not intervene or ask questions in this monologue section.19:31–24:21 · Matt pushing back 1/10 Q&A Session with Matt Turck & Event Audience Matt Turck moderates the brief audience Q&A session and makes a lighthearted joke about Duncan's branded socks. Duncan collaboratively answers audience questions about data commoditization, PII privacy, and predictive modeling.

speaking balance: gold is Matt, purple is the guest (3 minute bins)

0:00 · Matt 0% · guest 100%0:00 · Matt 0% · guest 100%3:00 · Matt 0% · guest 100%3:00 · Matt 0% · guest 100%6:00 · Matt 0% · guest 100%6:00 · Matt 0% · guest 100%9:00 · Matt 0% · guest 100%9:00 · Matt 0% · guest 100%12:00 · Matt 0% · guest 100%12:00 · Matt 0% · guest 100%15:00 · Matt 0% · guest 100%15:00 · Matt 0% · guest 100%18:00 · Matt 8% · guest 92%18:00 · Matt 8% · guest 92%21:00 · Matt 4.5% · guest 95.5%21:00 · Matt 4.5% · guest 95.5%24:00 · Matt 5.4% · guest 94.6%24:00 · Matt 5.4% · guest 94.6%
Sharpest disagreement ▶ 23:00 Polite premise rejection on predictive claims

Duncan pushes back on the audience member's assumption that PlaceIQ does broad predictive modeling, clarifying that they shy away from overhyped predictive claims.

 Hardest push from Matt ▶ 19:31 Host asserting time constraints

Matt Turck steps in to wrap up the presentation segment, noting that they ate into the Q&A time and limiting questions to one or two people.

 Biggest teaching moment ▶ 20:05 Explaining the data application barrier

Duncan educates the audience on why access to location data is commodified but spatial fusion and contextual analytics remain the primary barrier to entry.

 Matt holds his own ▶ 22:21 Host playfully pointing out branded socks

Matt Turck breaks in before the final question to call out Duncan's PlaceIQ-branded socks, lightheartedly steering the stage dynamic.
the scores for every segment, with the reasoning behind each
ChapterTopicMatt as informed peerGuest teachingGuest disagreementMatt pushing backWhy
PlaceIQ Company Overview & Data Ingestion Scale 0000 This segment is a pure presentation monologue by guest Duncan McCall outlining PlaceIQ's data model and scale. The host does not speak or participate during this segment.
Evolution of Location Data & LandMark Analytics Platform 0000 Duncan presents foot traffic analytics from the LandMark system comparing Costco, Target, Walmart, and Kmart. The host remains entirely passive offstage during the monologue presentation.
Data Story 2: Seasonal Migratory Behavior & Key Takeaways 0000 Duncan walks through data on seasonal migratory patterns (Spring Break in Panama City) and concludes his slide deck. The host does not intervene or ask questions in this monologue section.
Q&A Session with Matt Turck & Event Audience 1111 Matt Turck moderates the brief audience Q&A session and makes a lighthearted joke about Duncan's branded socks. Duncan collaboratively answers audience questions about data commoditization, PII privacy, and predictive modeling.

Statements from this episode (7)

Assertion Not checkable as stated
PlaceIQ tracks movement data from 165 million opted-in US consumers
“We basically ingest and build a large, very large amount of spatial data in the world, so we understand what's in the world, what does it mean to be in a certain place at a certain time, and then we intersect that with the movement of about a hundred and sixty…”
Duncan McCall May 24, 2017 ▶ 0:49
Insight
Mobile location data reflects human behavior across all media channels
“We think about these new types of data now that they're truly omnichannel, right? They're not data about a mobile device. They're data about a consumer that you can apply across social, video, display.”
Duncan McCall May 24, 2017 ▶ 4:00
Assertion Not publicly verifiable
Day before Christmas sees higher retail foot traffic than Black Friday
“The day before Christmas, which I didn't know, but is actually a busier foot traffic shopping day than Black Friday, which is traditionally one of the busiest days.”
Duncan McCall May 24, 2017 ▶ 7:26
Assertion Not checkable as stated
IHOP sees flat foot traffic during Panama City spring break
“Turns out IHOP is, is no longer hit with spring break people, right? It's just completely flat there.”
Duncan McCall May 24, 2017 ▶ 16:43
Assertion Not checkable as stated
Raw mobile movement and location data is already largely commodified
“Access to data is actually almost commodified already, right? The idea of movement data and location data, those are data sets that exist out there.”
Duncan McCall May 24, 2017 ▶ 20:06
Assertion Supported
Mobile devices are locationally inaccurate by up to forty meters
“These devices are inherently inaccurate up to 30 or 40 meters.”
Duncan McCall May 24, 2017 ▶ 20:45
Disclosure
PlaceIQ deliberately avoids collecting personally identifiable user information
“We made a conscious decision many years ago not to hold any PII, not to hold any personally identifiable information.”
Duncan McCall May 24, 2017 ▶ 21:17
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